Harraways vs Uncle Tobys:Which is more popular by branded search in New Zealand?
In August 2026, Uncle Tobys had more branded searches than Harraways among breakfast cereal brands in New Zealand. Uncle Tobys was estimated to have 2.7K branded searches compared to Harraways’ 1.9K, and held a 12.9% Share of Search versus Harraways’ 8.9%.
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Which is more popular in search, Harraways or Uncle Tobys?
Compare the breakfast cereal brands New Zealanders buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Uncle Tobys, Harraways. The figures are in the table below the chart.
View monthly share of search table
| Month | Weet-Bix | Kellogg's | Uncle Tobys | Hubbard's | Harraways |
|---|---|---|---|---|---|
| Oct 2025 | 51.8% | 19.4% | 9.9% | 11.1% | 7.9% |
| Nov 2025 | 55% | 17.2% | 8.5% | 12.1% | 7.1% |
| Dec 2025 | 49.4% | 19.7% | 8.5% | 13.1% | 9.3% |
| Jan 2026 | 51.9% | 18% | 8.8% | 12% | 9.3% |
| Feb 2026 | 53.2% | 18.4% | 8.9% | 11.4% | 8.1% |
| Mar 2026 | 53.4% | 16.8% | 9.3% | 11.4% | 9.2% |
| Apr 2026 | 51.4% | 15.5% | 9.9% | 12.6% | 10.7% |
| May 2026 | 49.8% | 18.3% | 11.5% | 10.1% | 10.4% |
| Jun 2026 | 48.9% | 15.3% | 13.4% | 12% | 10.4% |
| Jul 2026 | 46.7% | 16.1% | 14.2% | 13.4% | 9.5% |
| Aug 2026 | 50.7% | 15% | 12.9% | 12.5% | 8.9% |
| Sep 2026 | — | — | — | — | — |
How has the Harraways and Uncle Tobys comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 11 months ending August 2026: Harraways took it in December 2025, Uncle Tobys took it in February 2026, Harraways took it in April 2026, Uncle Tobys took it in May 2026.
- Across the 11 months ending August 2026, Harraways’ estimated Share of Search among breakfast cereal brands in New Zealand moved from 7.9% to 8.9%, and its estimated monthly branded searches moved from 1.3K to 1.9K.
- Across the 11 months ending August 2026, Uncle Tobys’ estimated Share of Search among breakfast cereal brands in New Zealand moved from 9.9% to 12.9%, and its estimated monthly branded searches moved from 1.6K to 2.7K.
How did search popularity change for New Zealand breakfast cereal brands in August 2026?
2 changes
In August 2026, Uncle Tobys lost estimated Share of Search among breakfast cereal brands in New Zealand, from 14.2% to 12.9%.
In August 2026, Harraways lost estimated Share of Search among breakfast cereal brands in New Zealand, from 9.5% to 8.9%.
How each brand is measured
Brandwave collects information about searches that people make online using Harraways’ and Uncle Tobys’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Harraways
11 branded search terms
- harraways
- harraways co nz
- harraways nz
- harraways oats
- harraways organic oats
- harraways organic rolled oats
- harraways porridge
- harraways rolled oats
- harraways scotch oats
- harraways steel cut oats
- harraways wholegrain oats
Uncle Tobys
17 branded search terms
- cheerios uncle tobys
- le snak uncle tobys
- nestle co nz
- quick oats uncle tobys
- rolled oats uncle tobys
- uncle tobys
- uncle tobys cereal
- uncle tobys muesli
- uncle tobys nz
- uncle tobys oats
- uncle tobys oats sachets
- uncle tobys porridge
- uncle tobys porridge sachets
- uncle tobys roll ups
- uncle tobys shredded wheat
- uncletobys
- uncletobys oats
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.